Abstract
<jats:p>In the conditions of a market economy, marketing becomes an integral part of the methods of managing sports organizations. The need to use marketing is due to the following circumstances: most sports organizations, regardless of the form of ownership, carry out one or another type of entrepreneurial activity. In other words, they direct the methods and forms of their work to satisfy the solvent demand of the population. Sports organizations also use marketing technologies to increase budget financing from different levels, which they can achieve with the help of social marketing. The purpose of the article is to analyze the current state of sports marketing in the sports sphere of the Republic of Armenia, assess the prospects for its development and propose the most optimal ways to develop a marketing strategy.</jats:p>